Special issue on evolving the e-marketing mindset towards the social web model - Editorial Part 2

In the previous issue of IJEMR, we introduced the general framework and the main ideas justifying this special editorial project. To avoid repetition of the background themes to the current issue, the reader should consult the previous edition. Here, we present the second part of contributions selected for publication.

Special issue on evolving the e-marketing mindset towards the social web model - Editorial Part 1

Con este proyecto editorial nuestro objetivo es promover un campo de investigación clave en la comercialización de hoy, es decir, la evolución de la mentalidad e-marketing hacia el nuevo modelo de web social.

Aproveitamento sustentável de biomassa e de recursos naturais na inovação química

Increased production of biomass is currently the only immediately accessible alternative for large-scale carbon sequestration and it can produce large amounts of food, fuel and raw materials for the chemical industry that can in turn growingly replace oil as a source of organic building blocks and also of hydrogen and sulfur. Development of processes for biomass and abundant minerals transformation into chemical raw materials should now benefit from large inputs from nanotechnologies, biotechnologies, information and micro-reactor technologies. Success in R&D&Innovation along this line can yield new products and processes needed to perform desirable functions within a sustainable development paradigm.

A política de inovação e a formação do químico

In December 2004, Brazil's President signed Law number 10.973, which provides for incentives toward innovation, scientific and technological research in the production environment and other measures, also known as the Law of Innovation. Although Brazil has advanced greatly in the number of scientific articles published, currently accounting for about 3% of world scientific output, this progress has not been replicated in the production of patents. This article presents a discussion on the importance of introducing patent issues into national undergraduate courses.

Inovação & propriedade industrial & indústria química

ABSTRACT The main aim of this paper was to contribute to reflections in Brazil on the need to transfer knowledge held at universities and R&D institutions over to companies, i.e. to transfer scientific knowledge of chemistry to technology. It discusses how the competitiveness of countries is increasingly dependent on their technological capacity. The chemicals industry is a fundamental driver of social, environmental, economic and industrial indicators of sustainable development. In Brazil, the chemicals industry's deficit has grown over the last three decades. Patents are important sources of information because patent documents contain 75% of all technological information available. The National Institute of Industrial Property in Brazil has created a Technology Observatory with the purpose of identifying and analyzing technological information contained in patent documents within the ambit of partnerships with government entities or business associations, in order to support their technology-related decision-making processes. The paper gives examples of ethanol and biotechnology patent documents, including pharmaceuticals, of which there are very few in Brazil. However, a few of the patent applications identified are filed in Brazil, giving the country the opportunity to transform this scientific knowledge into technology by means of partnership agreements with companies. Finally, the paper presents information on the patent applications filed by the world's leading chemicals companies as measured by their revenues, and the respective numbers of patent applications in the last five years in organic chemistry and polymers, sectors in which Brazil is currently dependent on imports for over 50% of its needs. The patent assignees in these sectors in Brazil are also identified, and the paper concludes that Brazil needs to invest in the development of professionals, providing clearly-defined career paths in technology innovation teams at R&D institutions, and to foster more initiatives such as the creation of a new research and innovation entity, EMBRAPII, since investing in science and technology is a prerequisite for knowledge production, industrial property, economic development and, consequently, the competitiveness of the country.

Panorama de propriedade intelectual, transferência de tecnologia e inovação da química brasileira e a comparação com os países do BRIC

Based on Science, Technology & Innovation (ST&I) indicators, Brazil is a competitive and interesting country from the point of view of technological foreign investment. However, it is still incipient with regard to national investments, production of technological knowledge, inbound mobility of scientists and technology transfer to the productive sector. Among many other factors, global patent production is considered as an important indicator of innovation. Likewise, the balance between revenue and expenses obtained through royalties and licensing fees of technologies is also critical in mapping the diffusion and absorption of knowledge. The understanding of intellectual property and its strategic management brings a significant advantage to the economic and technological development of nations, especially in the field of chemistry, which greatly contributes to biotechnology, new materials and microelectronics - three fundamental areas for innovation in developed countries. Therefore, this article aims to map out competencies in chemistry in Brazil and evaluate science, technology and innovation indicators in the country, comparing this dynamic to the one of other BRIC members (Russia, India and China). Chemistry is the fourth biggest field of interest in Brazil based on the number of researchers registered at the governmental platform for researchers, Plataforma Lattes/CNPq, and is preceded by education, medicine and agronomy. The majority of research groups are registered in the area of materials, followed by macromolecules and polymers, pharmaceutical products and basic materials chemistry. These groups represent approximately 77% of research groups analyzed, therefore, indicating a tendency in the country. The analyses of patents in different sub-areas of chemistry reveal that non-residents file most deposits in the country, a probable reflection of the low internal intellectual property culture. Pharmaceutics and Fine Chemistry are prominent areas in the country, in line with the global trend. Among BRIC countries, China has the highest number of patents and of requests for protection in international offices. On the other hand, Brazil has the lowest number of chemical patents published at USPTO, EPO and JPO. An analysis of the transfer of technology data indicates an increase in this activity in various sub-areas of chemistry in the country. Despite the great efforts made by the country to consolidate its national innovation system, more needs to be done to put Brazil in a competitive position. In a globalized world dominated by large players, Brazil needs a lot of progress on ownership and generation of chemistry technologies to strengthen its national sovereignty. It is essential to strengthen chemical research at all levels, from elementary school to university, as an inexhaustible source of knowledge and technology that, when properly protected, may generate real public achievement and social return.

Inovação para a sustentabilidade

The transition to sustainable standards of production and consumption within a scenario of decreased availability of natural resources, growing population and climate change is essential to meet current challenges facing mankind. A strategy to meet these challenges should contain elements different from current approaches for industrial production. This work concentrates on the possibilities for the intensive use of sustainable biomass, abundant minerals and every type of residue, a task that can largely benefit from the application of nanotechnology and biotechnology platforms for material design and transformation. This strategy cannot be solely based on existing knowledge and requires new science, new knowledge including supposedly well-known themes, like the tribochemistry of electrostatic charging and friction. It is especially relevant within the Brazilian context, where many recent successful innovations are related to biomass production and transformation. Implementation of this strategy requires converging efforts by personnel from many different organizations and professions, while making sound risk assessment to produce significant innovation leading to sustainable development.

Measuring Brand Equity and Analyzing Its Relationship with Key Marketing Mix Elements

The aim of this paper is to analyze the effect of price and advertising on brand equity. The dimensionality of brand equity is thoroughly examined, and the effect price, price deals, perceived advertising spending and advertising appeal have on the dimensions of brand equity are analyzed using multiple regression analysis as well as other supporting analyses. Price and advertising are found to be of great importance to brand equity. Arguably the most influential finding is the strong positive effect low prices – an integral brand element – have on the case company brand equity, even though a negative effect was hypothesized based on prior research. The results also support separating advertising appeal from perceived advertising spending, as well as linking service quality as part of the overall perceived quality in the context of service-intensive firms.

Developing a Comprehensive Model for Marketing Planning — Combining the Major Approaches

Mix marketing and relationships marketing are two major approaches that often form a basis for organizational marketing planning. The superiority of these approaches has been debated for long without any rational conclusion. Lately there have been studies indicating that both of the major approaches are many times used side by side in marketing planning. There have been also studies suggesting that even combining the mix marketing and relationship marketing approaches might be possible. The aim of this thesis is to provide knowledge about the usage of mix marketing and relationship marketing approaches in organizations and possibilities in combining the approaches. Also a settlement of strengths, weaknesses and risks of combining is intended to provide. The objectives were met through the literature and a case study research. In the case study, interviews were conducted in order to gain a deeper knowledge about marketing planning in various organizations. Based on this study, the combining of the major marketing approaches will be possible and even recommended when keeping in mind few aspects which might cause some troubles in the combining process.

Solution marketing characteristics and practices

The first objective of this master's thesis is to find out how the concepts solution and solution marketing are defined in the literature. In order to do so, solution marketing literature is reviewed widely. Another target is to identify the characteristics of solution marketing and to explain how solution marketing can be carried out. The final objective is to determine how well the described solution marketing practices are executed in the target company, and this will be studied with a survey. A solution can be described as a co-created and customized combination of products and services. Solution marketing aims at developing and anticipating customer's business needs and it involves close collaboration between customer and supplier. Solution marketing communication is targeted to a specific audience. It entails deep customer intimacy and is focused on understanding customer's business problem. Solution marketing also requires close collaboration between sales and marketing as well as customer focused mindset. Solution marketing can be executed by promoting thought leadership, presenting solution offering, creating close customer relationships and treating customers as individuals. Solution provider's whole organization must engage customer focus.

Marketing culture of Finnish research libraries : an analysis of marketing attitude, knowledge and behaviour

The aim of the present dissertation is to investigate the marketing culture of research libraries in Finland and to understand the awareness of the knowledge base of library management concerning modern marketing theories and practices. The study was based onthe notion that a leader in an organisation can have large impact on its culture. Therefore, it was considered important to learn about the market orientation that initiates at the top management and flows throughout the whole organisationthus resulting in a particular kind of library culture. The study attempts to examine the marketing culture of libraries by analysing the marketing attitudes, knowledge (underlying beliefs, values and assumptions), behaviour (market orientation), operational policies and activities, and their service performance (customer satisfaction). The research was based on the assumption that if the top management of libraries has market oriented behaviour, then their marketing attitudes, knowledge, operational policies and activities and service performance should also be in accordance. The dissertation attempts to connect all these theoretical threads of marketing culture. It investigates thirty three academic and special libraries in the south of Finland. The library director and three to ten customers from each library participated as respondents in this study. An integrated methodological approach of qualitative as well as quantitative methods was used to gain knowledge on the pertinent issues lying behind the marketing culture of research libraries. The analysis of the whole dissertation reveals that the concept of marketing has very varied status in the Finnish research libraries. Based on the entire findings, three kinds of marketing cultures were emerged: the strong- the high fliers; the medium- the brisk runners; and the weak- the slow walkers. The high fliers appeared to be modern marketing believers as their marketing approach was customer oriented and found to be closer to the emerging notions of contemporary relational marketing. The brisk runners were found to be traditional marketing advocates as their marketing approach is more `library centred¿than customer defined and thus is in line of `product orientation¿ i.e. traditional marketing. `Let the interested customers come to the library¿ was appeared to be the hallmark of the slow walkers. Application of conscious market orientation is not reflected in the library activities of the slow walkers. Instead their values, ideology and approach to serving the library customers is more in tuneof `usual service oriented Finnish way¿. The implication of the research is that it pays to be market oriented which results in higher customer satisfaction oflibraries. Moreover, it is emphasised that the traditional user based service philosophy of Finnish research libraries should not be abandoned but it needs to be further developed by building a relational based marketing system which will help the libraries to become more efficient and effective from the customers¿ viewpoint. The contribution of the dissertation lies in the framework showing the linkages between the critical components of the marketing culture of a library: antecedents, market orientation, facilitators and consequences. The dissertationdelineates the significant underlying dimensions of market-oriented behaviour of libraries which are namely customer philosophy, inter-functional coordination,strategic orientation, responsiveness, pricing orientation and competition orientation. The dissertation also showed the extent to which marketing attitudes, behaviour, knowledge were related and impact of market orientation on the serviceperformance of libraries. A strong positive association was found to exist between market orientation and marketing attitudes and knowledge. Moreover, it also shows that a higher market orientation is positively connected with the service performance of libraries, the ultimate result being higher customer satisfaction. The analysis shows that a genuine marketing culture represents a synthesis of certain marketing attitudes, knowledge and of selective practices. This finding is particularly significant in the sense that it manifests that marketing culture consists of a certain sets of beliefs and knowledge (which form a specific attitude towards marketing) and implementation of a certain set of activities that actually materialize the attitude of marketing into practice (market orientation) leading to superior service performance of libraries.

Inovação curricular nos cursos de graduação em medicina: o ensino da bioética como uma possibilidade

O estudo tem por objetivos sistematizar o estado da arte do ensino da bioética na graduação médica brasileira, com base nos trabalhos publicados nos anais dos congressos da Sociedade Brasileira de Bioética, da Associação Brasileira de Educação Médica e da Rede Unida, e nas revistas Bioética, Brasileira de Bioética, Brasileira de Educação Médica e Olho Mágico dos anos 2000 até 2005, e identificar concepções, conceitos, métodos e pressupostos bioéticos adotados no material pesquisado. Situa-se entre os campos da educação e do trabalho médicos, aqui entendidos como duas práticas sociais que devem dialogar permanentemente, razão pela qual a Pedagogia das Competências e as noções de competência e autonomia, como fundamentação e categorias teóricas, respectivamente, nele se inserem como aportes para compreender o processo de inclusão do ensino de bioética nos cursos de graduação médica, como uma possibilidade de inovação curricular.

Percepções de alunos de medicina sobre marketing médico

INTRODUÇÃO: Marketing médico é um assunto controverso, principalmente no que concerne a princípios éticos. Portanto, frente à competição acirrada de mercado, é necessário o preparo profissional. Conhecer a percepção dos alunos de Medicina pode auxiliar na estruturação de alternativas de capacitação. METODOLOGIA: Inicialmente, identificaram-se crenças sobre marketing médico através de grupo focal composto por 12 alunos. Com base nesses dados, dez afirmações para avaliar atitudes foram aplicadas aos alunos de uma Faculdade de Medicina pública brasileira. RESULTADOS: Observou-se falta de clareza sobre o conceito de marketing, preocupação com princípios éticos e necessidade de marketing no mercado competitivo. Na fase de aplicação, foram obtidas 280 respostas de diversos estágios do curso. Apenas 16,8% admitiram contato com o tema. Houve clareza sobre ética em relação ao paciente, influenciada positivamente pela progressão no curso, mas houve divergência na ética entre profissionais. CONCLUSÕES: Marketing médico é uma área pouco compreendida e relegada ao currículo oculto, sendo influenciada por transposições inadequadas de métodos didáticos destinados à comunicação profissional para a população leiga. Novos métodos de ensino, como a educação tutorial, podem ser uma alternativa para lidar com essas situações.